Route Insights:
Audience Estimates
Reliable metrics to measure your OOH impact.
About Route
About Route
Key Metrics Explained
Impressions
Total views of a campaign. One person can generate multiple impressions.
Reach
Number of unique individuals who see a campaign at least once.
Cover
Percentage of target audience reached by the campaign.
Frequency
Average number of times a person sees the campaign during its runtime.
Route's Methodology
Sample Size & Data Collection
Route utilises a nationally representative sample of over 25,000 participants.
These individuals carry GPS devices that track their movements over a two-week period, providing detailed information about travel patterns and exposure to OOH advertising sites.
Traffic Intensity Model
The collected GPS data is combined with other volumetric data sources to create a Traffic Intensity Model.
This model estimates the number of people passing by each advertising site, accounting for factors such as time of day, day of week, and seasonal variations.
Eye-tracking Studies
Route uses eye-tracking research to determine the likelihood of people viewing an advertisement.
These studies consider factors like ad size, viewing distance, angle, and movement speed, converting ‘opportunity to see’ into more precise ‘likelihood to see’ metrics.
Our Formats
Our network of over 500 raised 6 sheet panels offers a classic advertising format with modern impact, backed by Route data:
- Broad Reach: With coverage spanning from Portsmouth to Dundee, our 6 sheets provide visibility across key UK markets.
- Impressive Visibility: Individual panels can achieve over 340,000 views per week, as verified by Route data.
- Data-Driven Planning: Leverage Route insights to select the most effective locations for your target audience, optimising your media spend.
Our AirDressing displays offer a unique and impactful advertising solution, with performance verified by Route data:
- Data-Backed: The majority of our AirDressing displays are supported by Route data, providing reliable metrics for campaign planning.
- High-Impact Locations: Our displays are strategically placed in high-traffic areas. For example, our installations in The Mall, Luton achieve over 1.3 million impacts per week according to Route estimates.
- Individual Displays: Single AirDressing displays can deliver close to 600k impacts weekly, offering concentrated visibility in key locations.
Frequently Asked Questions
Route data is the industry-standard audience measurement system for out-of-home (OOH) advertising in the UK. It provides crucial insights into audience reach, frequency, and demographics, allowing advertisers to make informed decisions about their OOH campaigns and measure their effectiveness accurately.
Route uses a combination of GPS tracking, eye-tracking studies, and advanced data modeling to measure OOH advertising impact. This methodology accounts for factors such as panel visibility, audience movement patterns, and likelihood of viewing, providing a comprehensive understanding of campaign performance.
Route provides four primary metrics for OOH advertising: Impressions (total views), Reach (unique individuals reached), Cover (percentage of target audience reached), and Frequency (average number of times an individual sees the ad). These metrics help advertisers understand the full scope of their campaign’s impact.
Route data enables precise targeting, optimal site selection, and accurate performance measurement for OOH campaigns. By using Route insights, you can choose high-impact locations, tailor your message to the right audience, and quantify your campaign’s ROI, ultimately improving the effectiveness of your OOH advertising.
Route measures a wide range of OOH formats, including billboards, bus shelters, and street furniture like lamppost banners. While not every single OOH site in the UK is measured, Route covers the vast majority of professionally-sold OOH advertising spaces, providing a comprehensive view of the OOH landscape.
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